THE EFFECT OF DISCOUNT AND SHOPPING LIFE STYLE ON IMPULSE BUYING WITH POSITIVE EMOTION AS AN INTERVENING VARIABLE ON THE SHOPEE SHOPPING PLATFORM

Authors

  • Jelita Virliana Sandra Institut Teknologi dan Bisnis Asia Malang
  • Tin Agustina Karnawati Institut Teknologi dan Bisnis Asia Malang
  • Mohammad Bukhori Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.32815/jibeka.v18i2.1895

Keywords:

Discount, Shopping Life Style, Positive Emotion, Impulse Buying

Abstract

Business that employs an online store using Shopee platform is Ghealsy.id. The aim of this study is to ascertain: (1) whether Discounts have an influence on Impulse buying, (2) whether Shopping lifestyle has an influence on Impulse buying, (3) whether Positive emotions have an influence on Impulse buying, (4) whether Discounts have an influence on Positive emotions, (5) whether Shopping lifestyle has a positive influence on Positive emotions, (6) whether Discounts have an influence on Impulse buying through Positive emotions as an Intervening Variable, and (7) whether Shopping lifestyle has an influence on Impulse buying through Positive emotions as an Intervening Variable. This study employs a quantitative (numeric) approach with 100 respondents as its sample. The results of this research demonstrate that: (1) Discounts have an effect on Impulse buying, (2) Shopping lifestyle does not have an effect on Impulse buying, (3) Positive emotions have an effect on Impulse buying, (4) Discounts have an effect on Positive emotions, (5) Shopping lifestyle has a positive effect on Positive emotions, (6) Through Positive emotions as an Intervening Variable, Discounts have an effect on Impulse buying, and (7) Through Positive emotions as an Intervening Variable, Shopping lifestyle has an effect on Impulse buying

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Published

25-06-2024

How to Cite

Sandra, J. V., Karnawati, T. A., & Bukhori, M. (2024). THE EFFECT OF DISCOUNT AND SHOPPING LIFE STYLE ON IMPULSE BUYING WITH POSITIVE EMOTION AS AN INTERVENING VARIABLE ON THE SHOPEE SHOPPING PLATFORM. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 18(2), 160–169. https://doi.org/10.32815/jibeka.v18i2.1895

Issue

Vol. 18 No. 2 (2024): Jurnal Ilmiah Bisnis dan Ekonomi Asia

Section

Articles

License

Copyright (c) 2024 Jelita Virliana Sandra, Tin Agustina Karnawati, Mohammad Bukhori

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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